Growing our guest in China by managing campaigns and referral programs.

Major Achievements

• Guest Referral

  • Increased new guests signup by 2.48x YoY with first-time nights ( YoY 1.43x ) via referral coupon within a quarter.

  • Lifted 15% coupon efficiency and maximize best coupon value.

  • Started gamification on referral with Wechat H5 events which lifted share rate to 38%

• Campaign

  • Managed 6 campaigns and bought 685K new users signup , 1.83M nights booked. Earned 2.3M nights booked via these 6 campaign event pages.

  • Operationized campaign tool by re-building backend content management system for China. The team created over 80 campaign pages within 1 year.

• Design Program Manager

  • Overcame hiring obstacles by redefining career ladder and position which helped expand the team size by 1.5x within 6 months.

What I did

As a Growth Product Manager：

• Manage 6 seasonal campaigns with marketing, operation, design, content and engineering teams. A team of 27 people.

  • Defined campaign strategy, scope, timeline and KPI.

  • Align strategy and priority with stakeholders and leadership team.

  • Led the team to execute the plan and constantly track metrics.

  • Performed after-action review and track action items.

  • Worked with Risk team to set coupon strategy. Maximized the best coupon value while minimize the fraud risk.

• Guest referral strategy planning and execution. Group of 10 people

  • Set guest referral strategy and plan its yearly product roadmap.

  • Set Referral team KPI with leadership and financial teams.

  • Defined product scope and requirement.

  • Iterated based on A/B test result.

As a Program Manager

• Design team

  • Initiated a project to redefine career ladders of the China Design team. Weekly discuss with design managers, HR, product leadership teams to execute the plan and make sure our designer:engineer ratio stayed healthy.

  • Developed, implemented and managed new hire onboarding programs. 

  • Managed team operating rhythm, including design review cadence, newsletter, team building activities.

• Product team

  • Quarterly planned for product team structure and headcounts.

  • Managed product team budget. Plan and request yearly budget from China and global financial team. Making sure team budget is spending effectively.